The sportswear giant, Puma India has developed a partnership with the Indian Olympic Association (IOA), responsible for selecting athletes for major international competitions.
Following this deal, the brand has been named the official footwear partner of the Indian contingent at Paris 2024. The brand also unveiled a significant outdoor campaign to honour the game’s champions.
As part of a collaboration, more than 100 Indian athletes would get specialised equipment for the 2024 Summer Olympics, such as footwear, luggage, yoga mats, and more. Particularly, 45 of these players are on the Puma team, which makes it the biggest Indian roster this year for a single brand.
Karthik Balagopalan, Managing Director of Puma India, said, “Puma is dedicated to empowering athletes to surpass their limits and achieve their full potential. Through our partnership with the Indian Olympic Association, we will provide athletes with best in-class footwear and sports accessories, aiming to support their pursuit of excellence at the Paris Olympics. Additionally, we aim to bring to the fore and recognize the milestones achieved by athletes of our country through this campaign. I hope our efforts to celebrate our champions will not only inspire others to give their best but also encourage many young and aspiring athletes to take up Olympic sports in India.”
By partnering with the IOA, Puma demonstrates its commitment to sports culture while helping in the development of athletes, both current and future.
Dr PT Usha, President of the Indian Olympic Association and renowned former track-and-field athlete, said, “Our partnership with Puma is pivotal in our mission to elevate the capabilities of our athletes. Equipped with Puma’s top-quality shoes and accessories, our athletes will be primed to compete at the highest level. The IOA is deeply committed to enhancing India’s medal prospects at the Paris Olympics, and such collaborations are a crucial step towards achieving that goal.”
Puma India’s ‘See the Game Like We Do’ ad highlights PV Sindhu‘s strong smash, PR Sreejesh‘s rapid ball-stopping ability, and Kishore Jena’s skyscraper-level toss over Mumbai. The advertisement depicts the Indian athletes’ superhuman exploits and commitment, instilling national pride as they travel to Paris for triumph.
PV Sindhu’s smash at 349 kmph is three times faster than Mumbai’s renowned central line route. Her outstanding effort is depicted throughout the carriages of the local train. Furthermore, Kishore Jena’s humongous throw of 87.54 metres, equivalent to the height of a skyscraper, is immortalised by his towering picture on the façade of a comparable-sized edifice in Mumbai. Lastly, PR Sreejesh has lightning-fast reflexes and can easily stop the quickest balls in roughly 0.15 seconds, faster than a blink. This striking parallel is depicted on a digital billboard along the Eastern Express Highway (EEH) that connects Mumbai and Thane.
Puma used similarities between record-breaking performances and everyday situations to encourage the country to recognise Indian Olympic competitors’ quest for greatness.
Shreya Sachdev, Associate Director & Head of Marketing, Puma India, said, “Puma is proud to be at the forefront when it comes to empowering Indian athletes and celebrating their achievements. This campaign honoursthe hard work and dedication of our champion players as we stand united in support of them while they take on the world stage. Together, let’s celebrate their journey to success.”
Kishore Jena, Javelin champ and Puma Ambassador, said, “Support from the fans always plays a critical role for athletes in big tournaments, and it’s heartening to see a global brand like Puma come forward with this amazing campaign to unite the whole nation, encouraging Indian athletes as we chase Olympic glory. I’m confident that high-quality footwear and sports accessories will help us to produce our best show in Paris, leaving no stone unturned.”
Sift Kaur Samra, Professional Sport Shooter and Paris qualified, said, “I understand that sports demand both physical and mental strength, especially at events like the Olympics where focus is crucial. Having world-class products gives confidence and positively influences performances. Puma has been trusted by champion athletes worldwide, and I’m thrilled that they’re supporting Indian athletes’ Paris 2024 dream.”
Puma has associations with renowned worldwide and Indian sports teams –Southampton FC, Manchester City, Borussia Dortmund, AC Milan, Mumbai City FC, and Bengaluru FC, as well as Royal Challengers Bengaluru (RCB) and Delhi Capitals (DC). Their brand ambassadors feature Virat Kohli, Harmanpreet Kaur, Mohammed Shami, Riyan Parag, Nitish Kumar Reddy, Usain Bolt, and Neymar Jr.